The "Whatever's Comfortable" campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves. In "Beach", the launch film for the campaign that debuted online in summer of 2012, we are captivated by a man who owns his self-comfortableness so completely as he walks casually down the beach. This guy is owning it.

Finding a man that embodied the idea of "whatever's comfortable" wasn't

easy. He needed to exude a magnetic presence without saying a word. He

couldn't be an actor pretending to be comfortable. He needed to be the

real thing. Fortunately, after an exhaustive multi-country search, we

found our man.